台灣民眾對休閒閱讀書籍類型選擇之分析

南華大學機構典藏系統 > 管理學院 > 文化創意事業管理學系 > 博碩士論文-休閒產業碩士班(停招) > Item 987654321/16936

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題名:	台灣民眾對休閒閱讀書籍類型選擇之分析
其他題名:	A Study on Adult Taiwanese Preferences for Book Types of Leisure Reading
作者:	蔡雅音 Tsai, Ya-Yin
貢獻者:	休閒產業經濟學系黃瓊玉;張鐸瀚 Chiung-Yu Huang;Duo-Han Zhang
關鍵詞:	休閒閱讀;休閒;Heckman兩階段估計;休閒閱讀書籍類型 leisure reading;recreation;Heckman two-stage estimation;Books types for leisure reading
日期:	2014
上傳時間:	2014-11-19 17:15:44 (UTC+8)
摘要:	隨著國民所得增加與生活水準提升，閒暇之時從事休閒活動已變成一種生活方式，而閱讀乃屬於休閒活動之一。然而，有關探討台灣成年人平日是否從事休閒閱讀和有閱讀者其書籍類型選擇偏好的研究卻極為有限。目前文獻多為針對某些特定族群來探討，亦即是以研究者自行發放問卷蒐集而得的資料來分析。因此，從中獲得之結論具有侷限性，並不能一窺整體平均台灣人的閱讀選擇的特色。　　本研究利用2007年之台灣社會變遷基本調查之休閒組（第五期第三次之問卷二）資料，分析台灣民眾之閱讀行為與閱讀書籍類型的選擇。為了解決進行閱讀書籍類型選擇分析可能帶來的樣本選擇性偏誤問題，本文以Heckman所提出之兩階段估計法進行估計。第一階段，探討個人家庭背景變項與影響是否閱讀的關係。第二階段，控制影響閱讀書籍類型選擇的變數，並加入樣本選擇性偏誤修正項，以探討變數如何影響書籍類型之選擇。　　第一階段是否閱讀實證結果顯示，勞動工時愈低、教育程度愈高、所得愈高、女性、父母最高教育程度為「高中普通科、高中職業科、高職、士官學校」、居住地為「非農村地區」者，平日有從事休閒閱讀的機率愈高。第二階段休閒閱讀書籍選擇實證結果顯示，控制其他條件不變，研究結果顯示：（一）教育程度愈高者，愈偏好選擇「心靈勵志/宗教」、「古典文學/現代文學」、「人物傳記/歷史」和「漫畫」等書籍。（二）年齡愈高者，則愈偏好選擇「家庭生活（DIY、健康、教育）」和「心靈勵志/宗教」類書籍。（三）所得愈高者選擇閱讀「消費理財/財經產業」書籍的機率愈高。（四）男性相較於女性，更喜歡閱讀「武俠、偵探、奇幻小說」、「科學、資訊科技」和「漫畫」等書籍。（五）相較於其他類型居住地區，居住在「農村地區、獨立農家」者，選擇閱讀「科學/資訊科技」類的書籍機率愈高，但選擇閱讀「心靈勵志/宗教」和「漫畫」書籍的機率愈低。　　由以上結論得知，勞動工時、教育程度、年齡、所得、性別、父親籍貫、母親籍貫、父母最高教育程度、居住地皆會影響是否閱讀和閱讀書籍類型之選擇。　　With the increase of national income and the improvement of living standard, doing recreation activities in leisure time has become a life style. However, the research on whether Taiwanese adults do leisure reading in the daily life and on what book category they choose is extremely limited. In the present literature, most research explores this topic on particular groups using questionnaire designed by the researchers. Therefore, the conclusion has limitation and we couldn’t learn the features of average Taiwanese reading book choices.　　In this thesis, 2007 Taiwan Social Change Survey, Year 3 of Cycle 5, is used to analyze Taiwanese reading behavior and their choices of book category. To correct the selection bias in binary choice models, Heckman two-stage estimation is adopted. At stage one, the probit model is used to discuss what factors determine whether an adult does leisure reading. At stage two, we discuss variables influencing the choice of book category.　　The estimation results from stage one show that the adults with fewer laboring hours, higher education, higher income, female, parents graduated from senior high school, vocational schools, or sergent schools, living in the non-rural areas are more likely to do leisure reading. The results of choices of book category from stage two are presented below. (1) Adults with higher education are more likely to choose books in “soul self-improvement and religion”, “classical and modern literature”, “personage’s biography and history”, and “the caricature” categories. (2) The older adults are more likely to choose books in “family life (DIY, health, education)” and “soul self-improvement and religion” categories. (3) Adults with higher income are more likely to choose books in “consumption and financing” as well as “finance and ecomics industry”. (4) The male adults are more likely to choose books in “swordsman, detective, magic novel”, “science, information technology”, and “the caricature”. (5) Adults living in the rural area and independent peasant family are more likely to choose books in “science, information technology” category but less likely to choose books in “soul self-improvement and religon” and “the caricature” categories.
顯示於類別:	[文化創意事業管理學系] 博碩士論文-休閒產業碩士班(停招)

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